Whenever I try something new, there’s always a bit of thinking involved. What am I trying to achieve here? What problems will there be? How do I fix them? Some of that makes sense. When I write a story, I should have a vague idea of who the characters are and what motivates them. When I write copy, I should know enough about the market and product to know why it’s going to appeal. But it can go too far. There’s always the...